While many brands have learned how to tell a story around what they do and why they do it, they still miss opportunities to tell their stories when it comes to daily operations.
Chances are you do something different from your competition; additionally, your personality (and your employees' personalities and interests) help define your brand. People want to know more about you.
Your fans, customers, prospects and clients love to get a peek behind the curtain. Here are five ways to make that happen.
1. Reveal Yourself: Who Posts This Stuff?
Do you give people a look behind your brand? Your employees and their personal brands can captivate your audience. Utilize them.
2. Share Your Changes
For courageous brands ands startups in particular, this point is important. Everyone knows about the innovative habits of tech giants like Google and Facebook – but what about smaller companies in the tech space forging their own paths?
Your audience consists of fans, companies, other brands and in some cases, potential investors. It's important to show that you can cope with change, even though you may make mistakes.
Zappos is famously transparent about changes and corporate culture. They even have an entire department and corresponding website devoted to their methods and structure.
3. Illuminate Your Process
What is it that you sell? How do you go about creating, packaging and selling your product or service?
While overall changes are important to document, so is the process of creating your product. We've certainly found this to be true on the SEMrush Blog. We love to share what we've learned and admit that we didn't start as experts – we learned some processes as we went along:
- The Ultimate Guide to Twitter Chats
- Get Popular: Your Guide to Increasing LinkedIn Profile Views
- Master Digital Marketing Like a Pro: 13 SlideShare Presentations You Must See
- 5 Guest Blogging Tips Straight From an Editor
Not only does this content educate the reader, it comes back to us, making our jobs easier. For example, many of the blog contributors took my guest blogging advice to heart, resulting in higher quality work and a higher acceptance rate for those guest contributors.
4. Invite Interaction
Especially when it comes to social media and customer support, conversations are crucial. When people mention your brand, it's an opportunity for a positive engagement.
Here's how it's done: when I posted about an event hosted by Conductor, Conductor promptly gave me a retweet.
During the event, the Conductor team was very responsive and supportive, favoriting and retweeting insights from their event attendees.
At SEMrush, our customer success department monitors #semrushcare on Twitter to quickly respond to customer concerns.
5. Be the Case Study
When I looked up "startups that manage growth" on Google, I received a healthy list of results on the first SERP, most from trusted sources like Inc, Fortune and Forbes.
I didn't click on the first results.
I went for the title that implied 'case study,' a post on Forbes Entrepreneur about Ministry of Supply. I found that the 'championship vs. ownership,' agility, tech and brand culture applied to many of the challenges and changes we face at SEMrush, also a growing brand. It's easier to take advice (and criticism) from someone who's been there, and the post made me very curious about their brand.
Have you used any of these strategies to unmask your brand? What did I miss? Let's chat about it in the comments.
Tara M. Clapper is Blog Editor at SEMrush and Senior Editor at The Geek Initiative, a website celebrating women in geek culture. Tara is a prolific content creator, having written thousands of blog posts, small business websites and other inbound marketing content through the course of her career. Tara enjoys blogging about SEO copywriting, content management, corporate culture, personal branding, networking and LinkedIn. She has over a decade of experience in digital publishing. Connect with her on Twitter @TaraMClapper.